Business clients are always looking to solve their problems and get useful information. If you help them with that, they’ll be interested in learning more about your business. Eventually, they may hire you. A good B2B content strategy leads to that.
This strategy is reciprocal. You give them something valuable and they turn to you for solving their problems.
You see, it’s more than creating a spreadsheet of target keyphrases or tweeting 10 times a week. It needs to start with a good understanding of your ideal customers.
This post is dedicated to creating a B2B content strategy.
So without further ado, let’s get started.
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Elements Of A Great B2B Content Marketing Strategy
Best marketing teams do a few things that others don’t! They work on strategies that make them able to target potential customers directly, generate leads, and maximize the reach and revenue-generating capabilities. And everything is done in a cost-effective way.
To make your B2B content strategy and efforts, be sure to pay attention to these things:
- Your ideal customer and the person consuming the content should align.
- Get advice from leaders, product team, and sales team to make sure that content comes off as an authority.
- Get feedback from customers so that you can keep creating content they love.
- Track your goals often.
With all these things in mind, let’s build out your own winning strategy.
5 Steps To Develop Your Overall B2B Content Marketing Strategy
Who do you target? Maybe, it’s a specific type of small business owner. Or maybe, you go after each type of business out there. This thing will increase or decrease the complexity of your B2B content strategy.
Also, if you have different audiences, you’ll have to repeat the steps for each audience. But either way, the core method remains the same.
Now, let’s get into the steps.
Understand Your Audience
Some people learn about their target audience by directly talking to people and send out questionnaires. Some perform a thorough Google search.
You may have to spend weeks on that. You have learn the reactions from different forms of approach and also have to learn what possible buyers want and the factors which don’t appeal. It is not unwise to interview hundreds of possible customers.
Whatever you do, in some way you must learn how to strike responsive chords. Guesswork is very expensive.
So, study the consumer. Place yourself in the position of the buyer. Your success largely depends on doing that to the exclusion of everything else.
You can also go to the YouTube comment sections and pay attention to what your ideal target audience is saying. Also, you can read the reviews of competitor apps.
For example, this MyDoma review shows that client communication and collaboration is a topic of interest for them.
Also, perform surveys and talk with your audience every now and then. If people are not willing to talk, offer them free stuff or gift cards. Ask them about their pain points, and incorporate this feedback into your own business.
Pick Your Core Content Formats And Channels
Have you put thought into your content formats and channels? You see, not everything is made for you.
Maybe, LinkedIn is your top platform. Or maybe, it’s Twitter. You never know Facebook can bring results for you.
Similarly, YouTube videos may be your go-to content format. Or maybe, it’s the blog articles like the one you are reading right now. Depending on your audience, you may want to start a podcast.
Most likely, you’ll be doing SEO because your website is your online resume. Plus, you’ll be able to spend less on paid ads.
For example, if you sell services to design agencies, you’ll focus on visual content more. Your B2B content strategy will be jam-packed with lots of video tutorials and visually appealing e-books.
Similarly, you’ll be spending more time on Facebook and Instagram. So yeah, this step is also related to how much time you’ve spent on researching your audience.
Come Up With Amazing Topics
In both B2B and B2C, you are targeting people. But B2B people tend to appreciate professionalism more. I mean they are also experts in their fields, so they would only want to work with experts.
So start with meaningful topics. Basic topics are good but go deeper.
You want to focus on more advanced topics that cater to people who already have a business (not people just starting out).
Systematize Your Content Process
Understanding your audience and posting content on the right channels is important. But you should also focus on your content process.
Hop on a platform that includes a content marketing calendar, briefing, collaboration, and publishing all in one place. This way, you won’t have to constantly work on emails, docs, and spreadsheets. You’ll be able to do everything inside one tool.
Speed is important in content marketing. You want to get things done as quickly and efficiently as possible. So work on your content process.
Measure Leads And Micro-Metrics
Make sure that you and your team understand analytics because, without data, you won’t be able to tell what’s going on.
Here are a few metrics to get you started:
- Current stats: Things like total views, social impressions, and conversions for recent posts.
- Benchmarks and trends: Changes in bounce rate and read time.
- Highest performing content: Top 20 posts with the highest views, read time, and conversions.
In your opinion, what’s the most important thing in creating a content strategy? Let me know in the comments below!